Oh no! An audit? That can’t be good, right?
Actually, if you are a brand manager, a brand audit is an incredibly useful tool (I’m sure the IRS feels the same way about their audits).
What is a brand audit?
There are plenty of people out there who’d be happy to tell you about brand audits (here are a few interesting links). But as you found out in previous brand positioning tips, I’ve learned a lot about brand positioning from Dr. Kevin Keller, author of Strategic Brand Management and professor at Dartmouth (plug: buy the book, great section on brand audits). When we did our most recent brand audit at Red Hat, we used Dr. Keller’s approach.
A brand audit is a deep introspective look at your brand from inside and out. Done the Kevin Keller way, the audit is made up of two pieces: 1) the brand inventory and 2) the brand exploratory.
I think of them this way: